According to Lexus, they are bringing motion to life on May 2013. A 15 second teaser was recently posted on their official YouTube channel. Although no other details have been divulged, Lexus is on the verge of launching a new global campaign to kick off their silver anniversary.
“The Relentless Pursuit of Perfection”, “The Passionate Pursuit of Perfection” and most recently “The Pursuit of Perfection” have been tag lines that have represented Lexus in it’s 24 year history. As Lexus is about to mark their 25th anniversary, a new marketing campaign should help illustrate the luxury brand’s new direction.
Many have joked that Lexus has lost their “passion” after the removal of the word passionate in their tag line. Some may agree Lexus has lost their identity and sense of direction during that time. But with more emotional and engaging vehicles, Lexus wants to leave that bland and boring image behind.